Templates/SaaS Metrics Dashboard
AnalyticsIntermediateFree Template

SaaS Metrics Dashboard Template

Track all critical B2B SaaS metrics in one place. Monthly snapshot with MRR, churn, CAC, LTV, cohort retention, and channel performance. Includes benchmarks by stage and red flag indicators.

Template Type
CSV Spreadsheet
Time to Setup
1 hour
Metrics Tracked
15+ metrics
Update Frequency
Monthly

Download Metrics Dashboard Template

Get instant access to the CSV template with pre-built formulas, benchmarks, and monthly tracking sheets.

Key Metrics Explained

Comprehensive breakdown of 12 critical SaaS metrics with formulas, benchmarks, and why they matter.

Monthly Recurring Revenue (MRR)

Total predictable revenue generated each month from subscriptions

FORMULA:

MRR = Sum of all monthly subscription revenue

BENCHMARKS BY STAGE:

Pre-seed:Focus on growth rate (10-20% MoM)
Seed:$10K-$50K MRR
Series A:$100K+ MRR

WHY IT MATTERS:

MRR is the foundation of SaaS valuation. Consistent MRR growth indicates product-market fit.

Annual Recurring Revenue (ARR)

MRR multiplied by 12, or sum of annual subscriptions

FORMULA:

ARR = MRR × 12

BENCHMARKS BY STAGE:

Pre-seed:Focus on MRR growth
Seed:$120K-$600K ARR
Series A:$1.2M+ ARR

WHY IT MATTERS:

ARR is the standard metric investors use to value SaaS companies. It shows predictable revenue.

Customer Churn Rate

Percentage of customers who cancel in a given period

FORMULA:

Churn Rate = (Churned Customers / Starting Customers) × 100

BENCHMARKS BY STAGE:

Pre-seed:< 10% monthly (acceptable)
Seed:< 5% monthly
Series A:< 3% monthly

WHY IT MATTERS:

High churn kills growth. Even with great acquisition, you can't grow if customers leave faster than you acquire them.

Revenue Churn Rate

Percentage of MRR lost from cancellations and downgrades

FORMULA:

Revenue Churn = (Churned MRR / Starting MRR) × 100

BENCHMARKS BY STAGE:

Pre-seed:< 5% monthly
Seed:< 3% monthly
Series A:< 2% monthly

WHY IT MATTERS:

Revenue churn is often lower than customer churn if you're retaining larger customers. This is what matters for growth.

Net Revenue Retention (NRR)

Revenue from existing customers including expansion, minus churn

FORMULA:

NRR = ((Starting MRR + Expansion - Downgrades - Churn) / Starting MRR) × 100

BENCHMARKS BY STAGE:

Pre-seed:> 90% (acceptable)
Seed:> 100%
Series A:> 110%

WHY IT MATTERS:

NRR > 100% means you're growing from existing customers alone. This is the holy grail of SaaS metrics.

Customer Acquisition Cost (CAC)

Total cost to acquire a new customer

FORMULA:

CAC = (Sales + Marketing Expenses) / New Customers Acquired

BENCHMARKS BY STAGE:

Pre-seed:Focus on efficiency
Seed:CAC < 1/3 of LTV
Series A:CAC payback < 12 months

WHY IT MATTERS:

CAC tells you if your customer acquisition is sustainable. High CAC relative to LTV means unprofitable growth.

Customer Lifetime Value (LTV)

Total revenue expected from a customer over their lifetime

FORMULA:

LTV = ARPA / Revenue Churn Rate

BENCHMARKS BY STAGE:

Pre-seed:Focus on improving
Seed:LTV:CAC ratio > 3:1
Series A:LTV:CAC ratio > 4:1

WHY IT MATTERS:

LTV shows the value of each customer. Combined with CAC, it tells you if your unit economics work.

LTV:CAC Ratio

Customer lifetime value divided by customer acquisition cost

FORMULA:

LTV:CAC = LTV / CAC

BENCHMARKS BY STAGE:

Pre-seed:> 2:1 (acceptable)
Seed:> 3:1
Series A:> 4:1

WHY IT MATTERS:

This is the most important unit economics metric. A ratio < 3:1 means you're not building a sustainable business.

CAC Payback Period

Time to recover customer acquisition cost

FORMULA:

Payback Period = CAC / (ARPA × Gross Margin %)

BENCHMARKS BY STAGE:

Pre-seed:< 18 months
Seed:< 12 months
Series A:< 9 months

WHY IT MATTERS:

Shorter payback means faster cash flow and less capital needed for growth. Critical for capital efficiency.

Magic Number

Sales efficiency metric showing revenue growth per dollar spent

FORMULA:

Magic Number = Net New ARR / Sales & Marketing Spend (previous quarter)

BENCHMARKS BY STAGE:

Pre-seed:> 0.5
Seed:> 0.75
Series A:> 1.0

WHY IT MATTERS:

Magic Number > 1.0 means you're generating more than $1 in ARR for every $1 spent on sales/marketing. Very efficient.

Rule of 40

Growth rate plus profit margin (balance growth and profitability)

FORMULA:

Rule of 40 = Growth Rate % + Profit Margin %

BENCHMARKS BY STAGE:

Pre-seed:Focus on growth
Seed:> 30%
Series A:> 40%

WHY IT MATTERS:

Shows you're balancing growth and profitability. Investors use this to evaluate SaaS companies at scale.

Average Revenue Per Account (ARPA)

Average monthly revenue per customer

FORMULA:

ARPA = MRR / Total Customers

BENCHMARKS BY STAGE:

Pre-seed:Focus on growth
Seed:Increasing ARPA
Series A:Stable or increasing ARPA

WHY IT MATTERS:

Higher ARPA means fewer customers needed to reach revenue goals. Also enables better unit economics.

Red Flags & Warning Signs

Revenue churn > 5% monthly

Impact: Losing revenue faster than you can grow

Action: Focus on retention. Fix product issues, improve onboarding, increase engagement.

LTV:CAC ratio < 3:1

Impact: Unprofitable customer acquisition

Action: Reduce CAC (improve conversion, optimize channels) or increase LTV (reduce churn, upsell).

CAC payback > 18 months

Impact: Too slow to recover acquisition costs

Action: Improve conversion rates, optimize pricing, or reduce sales/marketing spend.

NRR < 90%

Impact: Losing revenue from existing customers

Action: Focus on expansion revenue, reduce churn, improve product value.

Magic Number < 0.5

Impact: Inefficient sales and marketing spend

Action: Optimize channels, improve conversion, or reduce spend until efficiency improves.

How to Use This Dashboard

1

Set Up Monthly Tracking

Create a new row each month with the current date. Input your raw numbers (MRR, customers, expenses, etc.).

2

Let Formulas Calculate

The template includes pre-built formulas that automatically calculate all derived metrics (LTV, CAC, NRR, etc.).

3

Compare to Benchmarks

Use the benchmark columns to see how your metrics compare to stage-appropriate targets. Identify gaps.

4

Track Trends

Look at month-over-month trends. Are metrics improving or declining? What's driving the changes?

5

Use for Board Reports

Export key metrics for board meetings and investor updates. The dashboard becomes your single source of truth.

Related Playbooks & Resources

Financial Model Template

Build comprehensive financial projections using these metrics

View Template

Key Metrics Playbook

Deep dive into understanding and optimizing these metrics

Read Playbook

Capital-Efficient Business Models

Learn how to optimize your business model for these metrics

Read Playbook

Need Help Optimizing Your Metrics?

Our partnership program includes hands-on support for metrics optimization, unit economics improvement, and growth strategy.

Get Personalized SupportView All Templates